Have you seen the video saturation in the News Feed recently?
Whenever Facebook rolls out new features, they give it extra weight in the News Feed. And more exposure leads to more engagement, more engagement leads to further exposure, which creates these breakout viral posts. Like this lawyer, who got 446,000 people talking about this.
The Golden State Warriors, a National Basketball Association team, posted a 15 second video with their coach Steve Kerr and star player Stephen Curry engaging in a free throw contest. More than 2 million people clicked on it.
My colleague Christine Brewer wrote a quick article for our friends over at Canada Adopts. I quickly made an ad with just a $1 lifetime budget and some light targeting to people who like adoption, foster care, and are standing for other similar causes.
I didn’t think much would come of it with such a large audience and such a small budget.
Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding.
In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently that the company is moving forward on part 2 of this plan: moving targeting, placement and bid settings to the ad set level. That three-tiered structure will roll out globally starting Sept. 1.
Here’s what Lai told members of the group:
In our updated interfaces, all NEW ad sets will define targeting, placement and bid settings at the ad set level. This does not change how our system optimizes; it only changes where these settings are defined. Comparing audiences, placements and bid settings across ad sets results in clearer and more meaningful insights. In our updated interfaces, advertisers will no longer be able to create ads with mixed targeting, placement or bidding within the same ad set, a common source of advertiser confusion. Ads will now be defined by your creative, leading to more clarity and predictability in regards to delivery.
What if you could get 7,284 interactions for only $99.32? That’s one cent per interaction.
Why is Royal Purple’s cost per engagement (CPE) so low? We interviewed Marlena Solomon, “Social Sensei” at Royal Purple (seriously – that’s what’s on her door tag), to understand how.
Measuring social return on investment doesn’t require a degree in statistics or voodoo dolls. Just follow these nine steps to diagnose how your social and Web efforts come together.
Brands ask this question all the time — how do you measure the value of earned media on Facebook?
Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.
But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.
Some folks are complaining Facebook could affect how you feel via manipulating your News Feed.
Facebook released research on 689,003 users that had their levels of positive or negative News Feed content adjusted. Not surprisingly, their moods and words they used changed correspondingly with what they were exposed to.
But consider this: If your sports team wins, you’ll be more likely to make a celebratory remark.
If a friend is having a bad day, you’re likely to provide sympathetic encouragement.
The Boost option on Facebook has come a long way since launch. With recent changes addressing concerns about targeting and low quality engagement, it’s now a viable option to quickly promote content.
However, some effort is still required if you want performance, so careful with simply clicking and forgetting.
Here’s how to customize your audience when using Boost Post: